GMC TV will change name to UP, keep inspirational focus

GMC TV on Sept. 1 will rebrand itself as UP, but will retain its inspirational programming format. GMC parent Gospel Music Channel, a unit of InterMedia Partners, will be known as Up Entertainment. "Nothing's changing on the channel programmatically, but it's a way for us to bring clarity to the brand, and it gives punch to the network's message of a place where viewers can turn to be uplifted, entertained and inspired," GMC TV President and CEO Charley Humbard said.